IEG Partner Content
As a result of the 2008 economic collapse, HSBC has scaled back its sponsorship partnerships with local properties in favor of ties with a handful of international sports leagues and events.
Led by Tide, laundry detergent brands are increasing their use of sponsorships in order to promote products in relevant environments, tout brand attributes, and gain platforms for retail promotions.
According to IEG, Starwood is expanding its sponsorship portfolio to support its international expansion and gain unique, one-of-a-kind experiences for its Starwood Preferred Guest loyalty program.
Liberty Mutual has announced that it will be a sponsor of the U.S. Olympic Committee and the 2014 FIFA World Cup, according to IEG.
Western Union has acquired some international sponsorship platforms in order to support its new global brand campaign, according to IEG.
Sponsorship activity in the auto and home insurance category will continue to accelerate, according to IEG.
According to IEG, sponsorship activity in the energy drink category is expected to maintain its forward momentum over the foreseeable future.
PNC Financial Services Group has acquired a number of new sponsorship ties ranging from pro sports teams to endurance sports and community events, according to IEG.
While consolidation has taken some brands off the table, the airline category’s remaining players remain active sponsors, according to IEG.
Budweiser and Major League Baseball (MLB) kept their long-term relationship exciting by adding two new elements to their sponsorship arrangement, according to this report from IEG.
According to IEG, although the same companies comprised the top 10 sponsors in 2011 as in 2010, there was significant movement within those ranks, as number three Anheuser-Busch InBev closed in on The Coca-Cola Co. at number two, thanks to the brewer’s blockbuster NFL deal.
IEG reports that The Principal Financial Group, Inc. is expanding its footprint in college sports with a new multiyear tie to the Big Ten Conference.
State Farm has long used music as a platform to build loyalty among the next generation of insurance buyers.
In order to strengthen its presence in Chicago, the Dr Pepper Snapple Group has inked a seven-year, estimated multi-million dollar partnership with the NFL Chicago Bears.
The 12th annual IEG/Performance Research Sponsorship Decision-makers Survey indicated that sponsors are changing how they evaluate and activate their partnerships.
Visa will launch its first-ever global social media campaign around the 2012 London Summer Olympics.
Zurich Insurance Group used its PGA tour sponsorship to promote its 100th anniversary of doing business in the U.S.
According to this IEG report, Kia has expanded its existing sponsorship partnerships with the NBA and LPGA at the team and sanctioning body levels.
Merrell, an outdoor footwear and clothing company, has become the title sponsor of two national non-traditional endurance sports properties, shifting its traditional sponsorship strategy of partnering with local and regional sporting events.
This white paper from IEG looks at how marketers can apply marketing science to sponsorship ROI measurement.